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Webhooks can fail under RPM pressure for two different reasons: your receiver may take too long to acknowledge an incoming delivery, or the API calls your handler makes may exceed that API’s rate limit. One problem can trigger the other. Keep the webhook handler fast, queue downstream work, and pace API requests according to the provider’s own limits and retry headers.
How an API rate limit turns into webhook failures
An incoming webhook is a delivery attempt from one service to your endpoint. The RPM limit usually applies to a different action: requests your application makes to an API while processing that event. They are connected, but they are not necessarily governed by the same timeout or retry policy.
A burst of events can make each handler do slow database work or synchronously call a rate-limited API. The handler then misses the sender’s response deadline. The sender retries, adding more work while the original API calls may still be throttled. If your code also retries those calls immediately after a 429 Too Many Requests response, it can intensify the congestion. This feedback loop follows from the documented timeout, retry, and throttling behavior; it is not a universal measured statistic.
Two pressure points to diagnose
- Inbound delivery pressure: Your endpoint is slow, unavailable, or returns an unsuccessful response, so the webhook provider marks delivery as failed and may retry.
- Outbound API pressure: Your event-processing code sends more API requests than the provider permits, receives throttling responses, and may hold up the webhook response if work is synchronous.
Check delivery response times and status codes separately from outbound API responses and rate-limit headers. A webhook retry does not, by itself, prove that the receiver exceeded an API RPM limit.
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Why “RPM” is not a complete limit
A requests-per-minute label does not tell you how much traffic can arrive in a burst, which app, account, or endpoint shares the limit, or when capacity resets. Rate limits are specific to an API and may account for concurrency or resource use as well as request count.
Shopify REST Admin API: a leaky-bucket example
Shopify documents its REST Admin API as using a leaky bucket. Its current documentation lists standard limits of 2 requests per second, 4 for Advanced Shopify, 20 for Shopify Plus, and 40 for Commerce Components. The default bucket capacity is 40 requests per app/store, with larger capacity for Plus; Shopify also cautions that limits can be temporarily reduced. These are documented REST Admin API figures, not universal Shopify limits. Shopify labels this REST API legacy as of October 1, 2024, and directs new integrations toward the GraphQL Admin API. See Shopify’s REST Admin API rate limits.
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When REST requests exceed the limit, Shopify returns 429 Too Many Requests. Its Retry-After response header specifies how many seconds to wait. Shopify warns that requests made before that interval elapses will also be throttled.
GitHub: primary and secondary limits
GitHub documents both primary and secondary rate limits. Secondary limits can be triggered by too many concurrent requests, too many requests to one endpoint, or excessive compute use, so a client can encounter trouble even when a simple RPM count appears acceptable. GitHub advises waiting for Retry-After when present; otherwise, follow reset metadata or wait at least a minute in the circumstances described in its guidance. For continued secondary-limit failures, it recommends increasingly long waits. See GitHub’s REST API rate-limit guidance.
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Keep webhook acknowledgments separate from slow work
Shopify says a webhook delivery fails if the app does not respond within five seconds. Its troubleshooting documentation says failed deliveries are retried up to eight times at increasing intervals, then retries stop. The page does not specify the full retry schedule, so do not assume those intervals or that retry count apply to another provider. See Shopify’s webhook troubleshooting guidance.
A practical pattern is to validate the request, durably record or enqueue the event, and acknowledge it promptly. Do database-heavy work and outbound API calls after acknowledgment, in a worker that can pace requests. This pattern reduces the chance that downstream work makes the delivery handler miss its response deadline; it does not remove the need to handle delivery failures or provider-specific rules.
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Use queues and pacing to control bursts
A queue separates the arrival rate of webhook events from the rate at which your application can safely process them. Instead of launching every downstream API call at once, workers can process events at a controlled concurrency and stagger requests. Shopify recommends queueing and staggering in its API guidance, and GitHub recommends serial requests to avoid secondary rate limits.
Set worker concurrency based on the API’s documented behavior, not just its nominal RPM. If several workers or services share the same provider limit, coordinate them; otherwise, each may appear compliant while their combined traffic exceeds the shared bucket. See Shopify’s API limits guidance and GitHub’s REST API best practices.
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Retry according to the provider’s signals
- Read the response. On a throttling response, inspect the API’s rate-limit headers rather than treating every error as a reason to retry immediately.
- Honor the wait instruction. For Shopify REST, wait the number of seconds in
Retry-After. For GitHub, followRetry-Afterwhen present, or the reset guidance described in its documentation. - Back off when failures continue. GitHub recommends exponentially increasing waits for continuing secondary-limit failures. Bound retries and avoid a tight retry loop.
- Keep retries provider-specific. There is no universal webhook or API retry schedule. Shopify documents increasing intervals and an eight-retry ceiling for failed webhook deliveries, but its troubleshooting page does not state the complete timing schedule.
A 2023 Svix survey reported that 25 of 83 providers specified exponential-backoff retry schedules. That is a result from that survey, not a claim about all providers. See Svix’s 2023 webhook retry report.
Make processing safe when a delivery repeats
Retries can mean the same event reaches your application more than once. Before applying a side effect—such as creating a record or charging an account—check whether that event has already been processed. Store a durable idempotency or deduplication record so a repeated delivery does not repeat the effect.
Shopify sends X-Shopify-Webhook-Id as a unique delivery identifier and X-Shopify-Event-Id as an identifier shared across deliveries arising from the same merchant action. Those identifiers can support deduplication, but delivery IDs and event IDs serve different purposes: use the event ID when correlating retries of the same action. See Shopify’s webhook delivery verification documentation.
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Find where the failure starts
Use delivery and API telemetry together to distinguish a slow receiver from outbound throttling. Shopify’s troubleshooting material exposes delivery response codes, attempt number, payload size, and response time, and advises addressing repeated failures before subscriptions are removed.
- Delivery response time rises before failures: Move slow work out of the acknowledgment path and inspect database or queue latency.
- Outbound calls receive 429 responses: Reduce concurrency, smooth the queue, and follow the provider’s wait and reset headers.
- Repeated deliveries cause duplicate effects: Add durable deduplication before side effects, using the provider’s event identifier where available.
- Failures continue after pacing changes: Check whether other workers share the same limit, whether the API has secondary limits, and whether provider limits have changed.
Shopify’s delivery troubleshooting guide is available at Shopify webhook troubleshooting.
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